Description
SWOT ANALYSIS OF SURF EXCEL
Surf Excel
Parent Company
HUL
Category
Home Care – Detergents
Sector
FMCG
Tagline/ Slogan
Dirt is Good; Surf Excel Hai Na
Surf Excel offers outstanding stain removal ability on a wide range of USP stains
STP
Segment
Home Care – Premium Detergent – Bar, Powder, Matic
Target Group
Every Indian Household – for washing purposes
Surf Excel has constantly upgraded itself over the years, to answer Positioning the constantly changing washing needs of the Indian homemaker
SWOT Analysis
1. Premium Detergent Brand for HUL introduced in 1959 2. Surf Excel quick wash is powered with a path-breaking technologyit reduces water consumption and time taken for rinsing by 50% 3. Strong distribution network by HUL, which is beneficial for the product 4. Good brand visibility and advertising with new ad campaigns to Strength keep brand top-of-the-mind
1. Slightly Higher price prevents it from reaching to the mass of customers 2. Product awareness not high among rural markets Weakness 3. Legal issues due to brand wars
1. Rapid market growth with further rural penetration Opportunity 2. Adapting to changing customer needs & improving life styles
1. Low profit margins in detergent sector Threats 2.Threat from existing and new players in the market
Competition
1. Tide 2. Aerial Competitors 3.Nirma
doc_431249510.docx
SWOT ANALYSIS OF SURF EXCEL
Surf Excel
Parent Company
HUL
Category
Home Care – Detergents
Sector
FMCG
Tagline/ Slogan
Dirt is Good; Surf Excel Hai Na
Surf Excel offers outstanding stain removal ability on a wide range of USP stains
STP
Segment
Home Care – Premium Detergent – Bar, Powder, Matic
Target Group
Every Indian Household – for washing purposes
Surf Excel has constantly upgraded itself over the years, to answer Positioning the constantly changing washing needs of the Indian homemaker
SWOT Analysis
1. Premium Detergent Brand for HUL introduced in 1959 2. Surf Excel quick wash is powered with a path-breaking technologyit reduces water consumption and time taken for rinsing by 50% 3. Strong distribution network by HUL, which is beneficial for the product 4. Good brand visibility and advertising with new ad campaigns to Strength keep brand top-of-the-mind
1. Slightly Higher price prevents it from reaching to the mass of customers 2. Product awareness not high among rural markets Weakness 3. Legal issues due to brand wars
1. Rapid market growth with further rural penetration Opportunity 2. Adapting to changing customer needs & improving life styles
1. Low profit margins in detergent sector Threats 2.Threat from existing and new players in the market
Competition
1. Tide 2. Aerial Competitors 3.Nirma
doc_431249510.docx